PDF Multicultural Intelligence: Eight Make-or-Break Rules for Marketing to Race; Ethnicity; and Sexual Orientation by David R. Morse in History

Review

1 of 2 people found the following review helpful. A prgressive; critical book for today's marketingBy janieoutdoorsThis is a great book that highlights target markets of cultural America. All of these markets have been completely passed over or only touched upon briefly by the traditional marketing procedures of the majority of companies in the United States. Understanding of multicultural communities is key to marketing to these communities and this book provides the understanding that is pivotal in this market. If companies in the United States truly want to provide service to all consumers; they will invest in this book and take all the information to heart. Change the way of traditional marketing to include these cultural communities and your business will grow beyond your wildest expectations.David Morse is a gifted writer with the intimate knowledge and perception required to make your business successful in any community in the United States. He is intelligent; straight to the point and does not talk down to the reader. Any business can benefit from this book; and any business that takes the information to heart and incorporates the advice of the book will see the results that have been missing from their bottom line.3 of 4 people found the following review helpful. Multicultural IntelligenceBy Marta InsuaA comprehensive; updated and insightful view of the changing dynamics of multicultural marketing. An in-depth work of research and distillation must have taken place behind the scene; for Morse to be able to come up with a book that makes this complex subject look easy to understand. Look for many counter intuitive thoughts in it; they will lead readers to the latest on the meaning of 21st. century American diversity1 of 2 people found the following review helpful. Good info for marketing pros and regular joesBy Jeremy AvilaI used to work in marketing research; so this book would have been required reading for me back then if it had been available. But in reading it just for fun; I found I got a lot out of it.I imagine the primary audience is marketing executives but this is written in such a style that anyone can get into it. There are different chapters about African Americans; Latinos; Asians; gays and lesbians; and multiculturals (those who transcend more than one category - the fastest growing group in the U.S.) The author uses real statistics plus anecdotes and research from his own company (he runs a multicultural marketing research company); to show what makes each group tick.You would think that a book like that would be heavy on generalities but this one had plenty of specifics. It dives into the complexity of these growing groups; and isn't afraid to kill the "everyone knows that Latinos/Asians/Blacks believe X" myths. Big hint: Don't simply put brown Spanish speaking people in your ad and call it Latino marketing. Hard to believe so many companies still do that; but they do.The second half of the book is more for executives in the marketing field; with "new rules" for marketing to each of these groups; and crossover communities. But still there were enough anecdotes to make it a good read for non-marketing junkies too. I especially loved some of the true stories about marketing screw-ups - how companies are STILL using tired old (offensive) racial and gay stereotypes to sell their products. There were some stories about recent attempts to use gays as the butt of jokes which backfired big time... and the companies (I think they were Snickers and Chrysler) made it worse by saying the viewers didn't get the joke. Which I guess is the point of the book - don't be an idiot about race and gender. The author makes some subtle pitches for his company's services (and services of multicultural marketing researchers in general) but the book is NOT a commercial for his services. It's more of a starting point for marketers to begin rethinking their views on the rapidly changing face of America.